has a story to tell

Natural biofood products

In 1995, the first Elite100 Sports line of products was introduced. In addition to our own in-house lab, we consulted our medical board, headed by Professor Ernst Nyström, MD, at the time an endocrinologist at Sahlgrenska University Hospital, Gothenburg, Sweden, to oversee the development. It was of essence to make natural biofood products to help enhance, perform and excel.

We use nature to source our ingredients
and science to verify bioavailability and effectiveness.

Strengthen the brain-gut-circulation system

The body and brain connection has been our key to success. Early on,  we introduced phytonutrition and probiotics to help strengthen the mind-gut—circulation system. We later on developed products along with world renowned neuroscientist, Peter Eriksson, MD, Sahlgrenska University Hospital. Professor Eriksson was the first in the world to show that neurons can be regenerated. This made headlines all over the world and initiated a change in how to view the performance of the brain. Our collaboration has resulted in the development of the unparalleled Elite Excel and Elite Nrf2, two core products supporting the nourishment of body and brain in connection with sports performance.

"A few grams of prevention is worth a ton of healing."

Dr. Harry Elwardt, Ph.D, N.D.

Imagine a molecule so powerful it could dramatically change your health and how you perform?

Science says

Nitric Oxide is a Unique Bioactive Signaling Messenger

In 1998, The Nobel prize in medicine was awarded to 3 researchers for their discovery that nitric oxide functions as a signalling molecule in the cardiovascular system. This started a new era.

What does nitric oxide do?

Nitric oxide signals and communicates with cells throughout the body, and affects the function of virtually all human organs – from the brain to the heart, lungs and stomach.

Essential to overall heath of the blood vessels, nitric oxide can help blood vessels relax and widen to improve blood flow. This may result in improved oxygenation, better endurance and workout recovery, as well as decreased muscle soreness.

"It does everything, everywhere. You cannot name a larger cellular response or physiological effect in which nitric oxide is not involved."

Dr. Jonathan S. Stamler, Professor, Duke University

The signalling molecule is also produced in the brain

Nitric oxide is also produced by neurons in the brain, where they are known to improve memory and learning. Researchers believe that nitric oxide may have many protective properties.

The body’s production of nitric oxide decreases with lifestyle and age, starting to slow down already around the age of 25. As a results, the vessels can slowly start to become less elastic. The protective layer on the inside – the endothelial cells, which normally produce nitric oxide – may start to collect and store junk, which, according to science, may result in chronic low-grade inflammation.

Scientists are noting that endothelial cells may also benefit from cleansing processes obtained from consuming the right types of phytonutrition from certain plants, vegetables and berries.

Researchers are starting to understand how we can find alternative solutions to maintain, repair and renew cells in order to enjoy a healthy cardiovascular system.

Circulation and performance go hand-in hand

 Your blood flow can be a limiting factor when it comes to endurance performance. Sometimes, in order to excel, just a small margin can make a difference. Being able to push yourself a little harder when it matters is essential, without feeling early onset of fatigue and lactic acid build-up. How can you help ensure an optimum blood flow corresponding to your specific needs? Making sure your own body can produce enough nitric oxide may be an important aspect to your improvement.

Nitric oxide formation is affected by what we eat

Researchers agreed early on that nitric oxide can be produced in the body via the amino acid arginine. It also turns out that citrullin, another amino acid, is an important ingredient that can “boost” production further when citrulline is converted to arginine. The amino acid glutamine is used in the vessel’s cleansing process and also has a positive effect and importance to the immune system. The amino acid taurine acts as an antioxidant, and carnitine helps with energy levels through a series of transformation processes. These substances also seem to have repairing effects.

Nitrate-rich vegetables such as beetroot juice have been shown to lower blood pressure, improve blood flow and relax and widen blood vessels. This is believed to be due to the conversion of the nitrate of the beetroot juice into nitric oxide. Redbeet juice, which also contains betaine, Vitamin C, and folic acid, has also shown in studies to enhance duration while exercising. Red beetroot also contains anti-inflammatory and cleansing substances.


Research is supporting evidence on additional cardiovascular-repairing agents. To avoid oxidation, antioxidants are required. Endothelial cells, the protective membrane on the inside of the blood vessels, are highly dependent on antioxidants, perhaps more than other cells in the body. Here, the Nrf2 effect can play an important role. Nrf2 is the body’s own antioxidant defense system, and can be triggered by substances in broccoli.

Antioxidants also help maintain healthy endothelial cells and fight chronic low-grade inflammation. Matcha green tea contains high levels of catechins, such as epigallocatechin gallate (EGCG), which in studies show evidence to respond to inflammation and maintain healthy vessels.

Turmeric and its phytonutrient curcumin has long been used in Ayurvedic therapy in India, and is now one of the most studied spices. It is both an anti-inflammatory and antioxidant ingredient. A problem with curcumin is that it is not so easy for the body to absorb. However, new interesting studies show that Cavacurmin® can increase bioavailability so that the curcumin can be transported to the endothelial cells where they help to fight oxidation and inflammation. When inflammation takes over, plaque can begin to form. Science has also evaluated in a double-blind study the use of curcumin to alleviate muscle damage, showing an improvement in physical performance and recovery.

The importance of the horticulture for the cardiovascular system has been known since ancient times, and is widely used in natural medicine. Rosehip and seabuckthorn contain vitamin C, and anti-inflammatory substances.

The Arctic superberries lingon (Vaccinium Vitis-Idaea), bilberry (Vaccinium Myrtillus) and crowberry (Empetrum Nigrum) contain anthocyanins. Researchers refer to a variety of studies, where it was found that anthocyanins counteract so-called plaque, that is, fat deposits, in the walls of the blood vessels. It has also been found that the berries can help to widen arteries.

Fiber is important for a good circulation system. SunFiber® is a fiber that helps the body absorb magnesium and balance blood sugar levels. Fiber also helps maintain the microflora of the body.

AstraGin® with both Panax notoginseng and Astragalus membranaceus has been shown to “boost” accessibility in the body of the amino acid arginine, AstraGin also helps other substances, such as folic acid, to be absorbed.

Magnesium is a mineral that is important for a healthy cardiovascular system, and is considered by heart specialists to be a highly underestimated mineral. Aquamin Mg is derived from the Icelandic sea plant Lithotamniom Calcareum, and is easier for the body to absorb than magnesium from land.

Vitamin K2 from MenaQ7 has a number of excellent studies; The Rotterdam study in 2004 indicates that cardiovascular deaths decrease by 50% when adding K2. This is attributed to the fact that calcium is”cleansed” from vascular walls and is instead absorbed by the bone structure where they can benefit. This process is important for maintaining clean and elastic blood vessels, as well as strong legs and arms.

CoQ10 Ubiquinol has for years been used to address heart problems. Researchers have found that statins taken in order to help heart health deplete the natural vitamin-like component CoQ10, important for the functioning of the cardiac muscle.

Science also evaluated CoQ10 and its effects on muscles, observing  a trend to increased time to exhaustion following 2 weeks of CoQ10 supplementation.

Vitamin D3 is an important parameter in maintaining a normal function of the immune system and, according to research, skeletal muscle function as well.  Even young, active and healthy people can show a Vitamin D deficiency, especially during the colder season of the year.